And with Financial Fair Play regulating clubs’ spending, the club’s ability to generate greater sources of income has become ever more vital, although Ayre insists the deal is “not about the money”.

“In the modern game Financial Fair Play and the ability to operate in the transfer market is a big part of what we want to do on the pitch,” said Ayre.

“These deals support what we do on the pitch. I don’t think we are trying to catch up with anyone off the pitch because we bat right at the top of the pitch.

“Liverpool is a very special club with fans around the world. Our ambition is to be the best we can be for them.”

He added: “Both brands are recognised worldwide and both have aspirations in very similar markets.

“This allows us to connect with our fans every day. Our pre-season tour last summer showed the volume and amount of fans we have in far flung corners of the world.”

Dunkin’ Donuts have 11,000 restaurants in 33 countries and more than 7,250 Baskin-Robbins shops in nearly 50 countries.

But there is just one Dunkin’ Donuts in the UK – in Harrow, London.

Plans are in place to launch more stores in Britain and they are in discussions to open an outlet inside Anfield.

“We’re delighted to be joining forces with Dunkin’ Brands, one of the world’s most iconic names,” said Billy Hogan, Liverpool’s chief commercial officer. “Fans across the globe will benefit from this partnership as Dunkin’ Brands look to expand their business in locations including the UK and Asia.”

Dunkin’ Donuts have a similar link up with the Boston Red Sox, the baseball side owned by the Fenway Sports Group, the same company that owns Liverpool.

Nigel Travis, CEO of Dunkin’ Brands Group Inc, said: “The Premier League is on a huge up in the US and we are going to benefit from that as a result. The US is easily the biggest market in the world.

“This is as much about building Liverpool FC globally as it is about building Dunkin’ Donuts and Baskin-Robbins.”